After a thought-provoking discussion with public relations students at Prince George’s Community College this week, D.W. Hill & Associates is inspired to share the following for those who are preparing to enter the field. You are ready for a career in public relations when you:

Establish a sense of self—building a dynamic public relations program for others starts with knowing who you are and your personal values. When facing challenges and opportunities, your personal value system guides you through obstacles as well as advantages.

Create your own personal brand—Personal brands are honest. Accentuate the good while continuously improving the not-so-good. Focus not only on how you present yourself, but also how others perceive you. Start with people who know you and ask for a critique. Use feedback as descriptors for your brand.

Ensure personal values align with your profession—before accepting a public relations opportunity, do your homework. A quick search for the vision, mission, values, and strategic goals of a company may shed light on its direction. Research bios, photos, and articles of board members and executive leadership. Do you see yourself fitting into the organization?

Master language—exceptional written, oral, nonverbal, and interpersonal skills are critical. Important components of public relations are building relationships with key stakeholders and creating and disseminating content to influence them for positive engagement. Therefore, excellent communications skills are paramount.

Harness creative intelligence—based on Robert Sternberg’s triarchic theory of intelligence, learning to rethink problems and generate innovative solutions that move ideas forward transforms the ordinary into the extraordinary.

Are willing to be “always on” 24/7—public relations is not a 9-5 job. Instead, it is a continuous process with ongoing crises, drawbacks, and problems to clean up and fix. Knowing who you are, living your purpose, and operating in truth and integrity will make your career in public relations easier to navigate, rewarding, and fun.